Discovery of Cognitive Dissonance Theory - Essay Example

Cognitive Dissonance Theory Introduction Cognitive dissonance theory is a communication theory adopted from social psychology as advanced by Leon Festinger. Cognitive dissonance details psychological conflict from holding two or more incompatible beliefs at the same time. The theory replaces previous conditioning or reinforcement theories by perceiving individuals as more purposeful decision makers, as they strive for balance in their beliefs. Cognitive dissonance theory applies to circumstances involving attitude formation and change. Cognitive dissonance is a term employed to describe the state of having two or more conflicting cognitions simultaneously, as people experience new information in the context of their pre-existing knowledge (Festinger 10). Individuals experience psychological discomfort when they encounter information that challenges their beliefs or behavior. Discussion Cognitive dissonance theory pursues to explain how individuals minimize psychological discomfort and attain emotional equilibrium in the face of conflicting behaviors or beliefs. Cognitive dissonance theory (1957) holds that there are predictable responses that shape individual’s experience of discomfort or dissonance. Festinger advanced that if the new events or information support the pre-held beliefs, then the individual feels supported as the fresh stimuli is in harmony with the individual’s prior knowledge, referred to as a state of consonance. Individuals may accept the information as accurate but decline to make changes; individuals may also accept the information as accurate and make appropriate changes (Festinger 12). Similarly, individuals may attack the messenger as incredible, or rationalize the information in a manner that relieves the discomfort. The theory of cognitive dissonance in communication purposes that a communicator carries around a wealthy assortment of cognitive elements such as attitudes, knowledge, perceptions, and behaviors. Cognitions, in this case, detail bits of knowledge in their simplest form pertaining variety of thoughts, facts, attitudes, behaviors, perceptions, emotions, and values. Thus, people experience the pressure to change when undertaking things that they know are uncomfortable for them. What is consonant or dissonant for one individual may not necessarily be the case for another person. This hinges fundamentally on what is consistent or inconsistent within an individual’s psychological system. The cognitive elements that people hold act as an interrelated system whereby every element (cognitions) relate to one another in three ways; null or irrelevant, consistent or consonant, and dissonant/inconsistent relationship (Festinger 14). Cognitive system in this case represents a multifaceted interrelating set of beliefs, values, and attitudes that influence and affect behavior. When dissonance occurs, individuals may change their behavior, justify their behavior by altering the conflicting cognition, or justify their behavior by adding fresh cognitions. Festinger noted that the experience of dissonance hinges on three factors; the number of consonant elements, the number of dissonant elements, and the significance of each element (Perry 154). A significant dissonant belief results to a considerable cognitive dissonant compared to a less significant dissonant belief. Dissonance produces a tension or stress, which in turn creates pressure to change whereby the higher the dissonance, the higher the pressure to change. Tension reduction is automatically pursued by altering one’s evaluations by a certain degree. An individual opts to downplay the other so as to assure him/herself. In instances where there is dissonance, individuals attempt to minimize it, besides tending to avoid circumstances that cause additional dissonance. Leon Festinger (1919-1990) Leon Festinger was a social psychologist who advanced that individuals often experience a distressing mental state when they undertake things that contradict their opinions, or what they know. The aversive drive is that individuals’ experiences goad them to be consistent. Festinger proposed the theory at a period in which a significant number of cognitive consistency theories emerged within the field of psychology. Festinger’s theory was distinct in the sense that it compared both consonant and dissonant cognitions relative to a primary cognition. Festinger is also responsible for the advancement of social comparison theory, although he is best known for cognitive dissonance theory. One of the first published recorded cases of dissonance features in the book, “When Prophecy Fails” (1956). Festinger and his colleagues perceived the prophecy as a case that would yield the arousal of dissonance when prophecy fails. Theoretical Assumptions Festinger’s theory forms a part of cybernetic theories, otherwise referred to as consistency theories. The theories begin with the premise that people are comfortable with consistency compared to inconsistency. Individuals usually seek homeostasis with the cognitive system being the primary tool of attainment of this balance. Cognitive dissonance theory encompasses two essential hypotheses. The first hypothesis outlines that individuals who experience psychological discomfort emanating from cognitive conflict will attempt to minimize the discomfort and attain consonance (inner harmony). Secondly, individuals who experience dissonance will likely try to circumvent it in the future by evading challenging circumstances and curtailing information to that which resonates with the present beliefs. Cognitive dissonance theory stipulates that the experience of dissonance (or incompatible beliefs and dissonance) is aversive, and individuals bear a high motivation to avoid the dissonance. Some of the theoretical assumptions of the theory stipulate that people are more at ease with consistency/homeostasis compared to inconsistency (Perry 154). Other theoretical assumptions include the notion that attitude change can emanate from information that disrupt this balance. The objective approach of the theory demonstrates itself in its epistemological assumptions by employing quantitative research methods such as experiments and surveys. Thus, the theory of cognitive dissonance can be considered as a nomothetic theory that seeks universal and general laws. Festinger’s theory appears to make certain philosophical assumptions that are characteristic of nomothetic theories. In terms of epistemology, cognitive dissonance theory espouses empiricist and rationalist ideas. Cognitive dissonance theory takes a value-neutral stance. Major Variables and Tenets of Cognitive Dissonance Theory The most basic element of cognitive dissonance theory revolves around the notion that people engage in “psychological work” in instances in which they hold multiple related elements of knowledge that are in contradiction with each other. Cognitive dissonance theory rests on the premise that individuals desire to perceive themselves as coherent and consistent in contemplation and action, and hence they consciously choose the manner in which they respond to information or behaviors that confront their way of thinking (Festinger 15). The theory proposes three possible relations existing between any two cognitive elements; irrelevant, consonant, and dissonant. An analysis of the Theory Since the formulation of cognitive dissonance theory by Leon Festinger, the theory has found widespread applications in diverse fields of scientific investigation, inclusive of communication studies, marketing, and economic theory. Cognitive dissonance theory avails a fundamental explanation for the manner in which humans act outside of their beliefs. Individuals cannot carry out actions that they believe are wrong, so they can either cease the action or believe they are right. Sales people, politicians, social activists, and advertisers, among others often try to create, rather than aid people shun cognitive dissonance, as cognitive dissonance bears the potential to modify people’s behavior. One of the significant areas of research on dissonance dwells on decision making. Post decisional dissonance (buyer’s remorse) can happen after a significant decision making. The amount of dissonance experienced as a result of a decision mainly hinges on diverse factors such as the significance of decision, the attractiveness of the chosen and dismissed decision and forced compliance. Cognitive dissonance theory is particularly pertinent in decision making and problem solving (Perry 155). The theory has been significant in the field of communication, especially in explaining patterns observed by those researching the influence of communication such as apparent preference people display for like-minded information. This probably explains, in part, why most national media outlets frequently frame events on a political angle. Individuals bear a high motivation to construct reality in a manner that reinforces their cognitions. In contemporary communication literature, cognitive dissonance theory is most frequently referenced when availing rationalizations on why an effect may arise.  Articles on the theory in the field of communication fall predominantly in the arena of mass media compared to the area of interpersonal communication. Criticisms of Cognitive Dissonance Theory Critics of Festinger’s cognitive dissonance theory (1957) base their critique on two main argument lines. First, researchers hold that the theory has been overextended beyond the scope it can be appropriately applied. In addition, some critics argue that there are alternate explanations for the phenomenon outlined in Festinger’s theory. In addition, cognitive dissonance theory cannot predict how individuals will choose to minimize their psychological discomfort when challenged. Attempts to influence individuals to a different opinion or behavior may sometimes flop by reinforcing an undesirable attitude (Perry 155). The experience of dissonance can motivate individuals to engage in a number of dissonance reduction strategies whose objectives is to enhance the number and/or significance of consonant elements and decrease the number and/or significance of dissonant elements. This can be attained by altering one’s attitudes, beliefs, or behaviors. Conclusion Leon Festinger’s theory of attitude change is grounded in the notion that individuals bear a high motivation to adjust their attitudes to relieve cognitive dissonance. Although cognitive dissonance theory was controversial at first, the theory has turned out to be one of the most examined and acknowledged theories within psychology, as well as communication. The theory is especially critical to communicators who may desire to succeed in stirring others to action based on understanding how cognitive dissonance influences people. Cognitive dissonance theory is essential when individuals are able to manipulate people into certain behavior, which aids in altering their attitudes. Works Cited Festinger, Leon. A theory of Cognitive Dissonance. Stanford: Stanford University Press, 1962. Perry, David. Theory and Research in Mass Communication: Contexts and Consequences. NewJersey: Lawrence Erlbaum Associates, 2002. Read More